Is this mobile coupon worth my private information? Consumer evaluation of acquisition and transaction utility in a mobile coupon shopping context

This study aims to investigate determinants of permission-granting intention of consumers based on transaction utility theory. The study also was designed to investigate the role of two individual characteristics, coupon proneness and fear of spamming as well as gender difference. Mobile coupons have quickly become an important marketing tactic. However, our understanding of mobile coupon usage is limited because previous studies of coupon usage do not examine key characteristics of new technology-based coupons. Therefore, research in this specific context is necessary.

An online survey was used and US adult consumers (N = 658) were recruited to empirically test the model. The data were analyzed using structural equation modeling.

Results provided support for the proposed model. The data confirmed the evaluation process of a potential transaction using mobile coupons hypothesized based on transaction utility theory. Gender differences were tested using multi-group analysis. There was a significant difference between females and males. Overall, negative factors, fear of spamming and perceived risk, played a more important role in the model for females than males.

The study provided theoretical support for transaction utility theory in the context of mobile coupon usage decision. Also, the study advances understanding of unique issues of mobile coupon marketing by addressing permission-granting intention and gender difference in the process of evaluation.